Written by Kathleen Perley, Vice President of Marketing & Business Development
The service drive in a typical dealership sees more traffic than the showroom and gets more exposure than the F&I department. It goes without saying that the service drive is an important revenue generator and should be integrated seamlessly into your dealership’s automotive digital marketing strategy. There are more opportunities now than ever to drive traffic and increase customer loyalty to this profit center.
Use the four automotive digital marketing tactics below to increase service drive traffic and earnings:
1. Mobile Google Ads
Dealerships can place ads for service drive offerings on Google and optimize for mobile devices. With an increasing amount of web traffic taking place on handheld devices, service drives can capitalize on the advantages of mobile advertising. Create advertisements for flat tire repairs for those customers left stranded on the side of the road with nothing to help them but their smartphone and a search engine.
2. Facebook Advertisements
Facebook recently released breakthrough targeting capabilities with its Facebook Ads through Power Editor. This platform allows dealerships’ service drives to load existing contact databases into Power Editor to target those customers with advertisements for timely service reminders.
Dealerships can also use Facebook Ads to ultimately win the war even if a customer was originally lost to a competing dealership. Use ads targeted to consumers who bought your make in the last 36 or 48 months in your area to remind them to keep current on regular oil changes and maintenance.
3. Coupons & Special Offers
Be sure to keep your service drive and special offers page up-to-date with valid, downloadable coupons. Offer a discount for services completed mid-week or discounted oil changes for professionals from certain occupations, such as medical services personnel. These automotive digital marketing efforts will draw in the targeted segment of your choice while increasing consumer loyalty.
4. SEO Efforts
Dealerships should use automotive SEO efforts to optimize their site for increased profit margin repairs at the service drive. Embed keywords, title tags, and meta descriptions on service drive pages that relate to those repairs where the dealership makes the most off the top.
The service drive is where you are most effectively able to drive customer loyalty and CSI. Utilize these four tools to enhance your automotive digital marketing strategy and your service drive operation today.